Creativity

McDonald's Celebrates 50 Years of Big Macs With a Nostalgia Trip, and Two New Burgers

U.K. Campaign Promotes Limited Edition 'Mac Jr.' and 'Grand Big Mac'

By Alexandra Jardine. Published on Feb 07, 2018

Editor's Pick

McDonald's is celebrating 50 years of the Big Mac in the U.K. with a film that takes a nostalgia trip back in time thorugh the decades.

The ad, by Leo Burnett, also promotes the launch of two limited-edition promotional burgers-- the Mac Jr, a single patty version of a Big Mac, and the Grand Big Mac, a sized-up version with a larger bun and patties to match.

Director Henry Mason at Bold brings to life the hairstyles, makeup and fashions of the '70s, '80s, '90s and right up to the present day (we particularly love the floppy-haired '90s crew) as the ad recalls the years since Big Macs found their way to McDonald's U.K. branches. McDonald's advertising, packaging, restaurant designs and even typefaces are also painstakingly recreated. The soundtrack is INXS's 1987 hit "New Sensation."

The spot ends with a father and son trying the new limited-edition burgers.

Chaka Sobhani, chief creative officer at Leo Burnett London, says in a statement: "This campaign really has been a labour of love. The classic colours, the shapes and the designs brought back a flood of happy memories for us all. And we were reminded of what a ubiquitous role McDonald's has played in our cultural life in the UK. We hope audiences enjoy watching it as much as we enjoyed researching it, and remember fondly when they had their own first delicious Big Mac moment."

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Credits

Date
Feb 07, 2018
Agency:
Leo Burnett London
Client:
McDonald's
Chief Creative Officer:
Chaka Sobhani
Creative Director:
Peter Heyes
Art Director:
Steve Robertson
Copywriter:
Blake Waters
Graphic Designer:
Paul Reddington
Client Services Director:
Layla Potter
Board Account Director:
Victoria Reiz
Account Director:
Bethany Watts
Senior Account Manager:
Ailsa McQuaid
Account Executive:
Andrew Rees
Planning Director:
Max Keane
Senior Planner:
Adriana Ferran
Creative Planner:
Niall Moore
Agency Producer:
Michelle Hickey
Director:
Henry Mason
Production Company:
Bold
Director, Photography:
Stephane Fontaine
Executive Producer:
Rob Godbold
Producer:
Sarah Tognazzi
Editor:
Dan Sherwen
Edit Company:
Final Cut
Post Production:
MPC
Sound Design:
Dugal
Sound Design:
Wave
Photographer:
Myles New

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